Research On The Influence Paths Of Online Reviews On Consumers’ Purchase Intention Based On FsQCA

Under the dual influence of the digital economy and the Corona Virus Disease,online shopping has set off a new wave of fashion,and consumers have shifted from offline consumption to online consumption.Compared with offline shopping,on the one hand,online shopping has the advantage of convenience,but on the other hand,its virtuality and anonymity make online shopping a certain risk.Online reviews,as an effective information channel for consumers to understand products,have an impact on consumers’ shopping decisions in terms of review content and reviewers.Therefore,from an overall perspective,discussing the complex causal relationship between various factors of online reviews and consumers’ purchase intention is conducive to filling the gaps in previous research,and also provides effective guidance for e-commerce platforms and merchants to better meet consumer needs.In view of the fact that previous research is limited by traditional linear causal analysis research ideas,and it is impossible to recognize or carry out research on the complexity and asymmetry between causality,this research starts from an overall perspective and summarizes relevant literature to sort out the content of reviews,reviewers,receivers and other factors affect consumers’ purchase intention.According to the theory of persuasion communication,consumer purchase decision model,ELM model and planned behavior theory,we construct a theoretical model of the influence of online reviews on consumers’ purchase intention.Secondly,we collect data through questionnaires,use scales to measure 11 research variables,test variable data in multiple aspects,and mainly use fsQCA method to obtain 8 influence paths of high consumers’ purchase intention and 6 influence paths of of non-high consumers’ purchase intention.Finally,we analyze the specific implementation situation and mechanism of each path in detail based on the theory,and draw relevant conclusions by comparing and analyzing the similarities and differences between the paths,and management suggestions are put forward in a targeted manner.This study firstly uses qualitative comparative analysis methods in the field of online reviews.On the one hand,it can make up for the shortcomings of previous research methods and improve the research framework.On the other hand,the study finds the influence paths of online reviews with high purchase intention and the influence paths of non-high purchase intention,and finds the relationship of multiple factors between different paths,which optimize the online reviews system for the platform,analyze consumer demand for merchants,and provide reference for consumers to make purchase decisions.